‘Planet first’ protein brand Protein Rebel launches

Protein Rebel
Protein Rebel

Start-up company Protein Rebel says it is aiming to revolutionize the protein shake market with the launch of its ‘planet-first’ protein brand designed to provide sustainable alternatives to whey-based shakes.

Using clean, 100% natural ingredients that have a low planetary impact, Protein Rebel currently offers three powders in both Dark Chocolate and Banana flavours: Reload – a cricket and plant-based high-protein powder for building muscle post-workout; Recover – a high-protein, high-carb vegan sports nutrition powder for after-exercise recovery; and Replace – a vegan meal and snack replacement protein powder for slimming down and toning up.

“Protein Rebel is about doing things differently,” explains founder Tim Boote. “We don’t use whey, sugar or lab-made micronutrient blends in our products. We’ve mastered making new types of clean proteins, such as plants and insects, taste great with a smooth texture. These proteins are also great for the body and kind to the planet. In fact, to produce 1kg of cricket protein compared with whey protein uses much less of everything – land, water and feed. Plus, where crickets emit just 1g of greenhouse gas emissions, cattle emit 2,850g!”

Rich in protein and essential amino acids, crickets are also high in iron and vitamin B12 and packed full of prebiotic fibre making them good for the gut.

“Crickets and plants are great sources of protein and have a much lower impact on the planet than whey,” Boote adds. “If people want to get healthy and feel great in a way that’s kind to the environment, it’s time to try new types of proteins such as insects and plants. These are the foods of the future, and by eating them, they’re part of the climate change solution, not the problem.”

Protein Rebel uses HDPE plastic for its tubs – the most recyclable plastic in the UK – and is focused on cutting down on single-use plastics. No plastic scoops or plastic shakers are provided and the labels on the tubs include 30% recycled content.